Tech Desk 
Jan 16, 2025
An undated image of Samsung Neo QLED 8K TV. — Samsung Newsroom
Samsung may soon transform the smart TV market by partnering with OpenAI to develop artificial intelligence (AI)-powered TVs. This collaboration aims to help Samsung maintain its lead against low-cost Chinese brands. However, the partnership is not yet final and could potentially fall through.
Google TV is set to introduce its AI chatbot, Gemini, to smart TVs this year. However, Samsung is reportedly partnering with OpenAI, the creators of ChatGPT, to develop its own AI-powered TVs. Samsung TVs run on TizenOS instead of Fire TV or Google/Android TV.
Samsung's AI TV development
The company has already introduced several AI features to its flagship TVs, such as Click to Search and Live Translate. At CES 2025, Samsung introduced Vision AI for deeper SmartThings ecosystem integration.
However, these features alone might not be enough to maintain its technological lead in the smart TV market.
Samsung partners with OpenAI
Reportedly, several reports suggested Samsung has decided to form an "open partnership" with OpenAI. The two companies are working out the finer details, and nothing is final yet. The partnership could fall through if OpenAI demands an excessive amount of money.
Samsung is likely to use ChatGPT's model in its TVs to offer a superior context-based search experience and enable more use cases.
Moreover, with Google bringing a more powerful voice assistant to Google TVs this year through Gemini, Samsung is keen to keep pace by offering a similar experience on its TVs. This explains why it is considering to partner with OpenAI.
